Retail Media, the Third Wave in Advertising

Andrew Lipsman explains why Retail Media is emerging as a third major wave in advertising after search and social. The core driver is closed-loop measurement: using retailer First-party data to target shoppers, deliver ads close to the moment of purchase, and measure real business impact. He argues that Retail Media can outperform other channels when retailers prove incrementality, because advertisers care about whether an ad exposure caused extra sales, not only whether a sale happened after exposure.